A Collection Of Social Media Marketing Research

June 27, 2017 Social Media Strategy

Social media marketing research can obviously be a great way to continuously improve your social media efforts.

We all kind of conduct our own research when using social media.

On social media, we post various things. We see the things that get the most likes or comments or replies or whatever.

And whatever the results are we pay attention and it affects our behavior. Whether we try to alter it or not.

One of the cool things about the times we live in is that we can capture lots of data. We can use social media to do large-scale research that can help us connect with more people, earn their trust and in the case of business, earn their business.

There is a lot of social media research available. You can google around a bit and find a ton.

But in this post I’ve gathered a bit of a collection and I’ll provide some insight into how to use it. Hopefully it will help you with both finding social media research and interpreting it.

When Social Media Catches On It Becomes A Regular Habit For Users

Here is a report issued on the use of Snapchat in Germany.

24.3% of Snapchat users reported using the app daily. The interesting thing was that this was a 207% increase in the last year. Snapchat continues to gain more new users, but those using it are also using it more.

This seems to be a pattern for just about all social media.

At first it’s a curiosity. Even Facebook was. Early adopters use it. Slowly at first. Then they use it all the time. Then others follow the same pattern.

You can bet that there will be new social networks in the future. Not all will become popular, but some will.

How To Interpret

A couple takeaways from this type of research.

First, once a social media channel starts hitting this tipping point it’s a sign that it’s probably going to be around awhile. Once people start forming habits, daily habits, with it you know they have an emotional connection or need.

Second, the daily part of this is important. People are checking certain social media channels quite often. It might not be enough to post once in awhile. Maybe if you’re a celebrity, but if you’re looking for engagement the odds are with you if you’re posting as often as people are checking. At least daily and probably more.

Talk Is Cheap

In my first job out of college a co-worker said to me, “Money talks and BS walks.”

The more I’ve lived the more I’ve seen that to be true.

Here is a recent example with Facebook. They reported huge revenue growth. This amidst supposed controversy of users being upset with them.

How To Interpret

The key thing here is not to pay attention so much to what people say. At least not all the time.

I really like social media research and studies that have money involved. Where and how people spend their money is important. And in some cases their time.

People might say they like Snapchat. But unless the numbers back it up that talk it doesn’t mean much.

Look at actions. Look at money.

The “Dead” Possibility

Every once in awhile you’ll see a report like this one.

The report is about Facebook and how they’re reaching an important crossroads.

Up to this point their revenue growth has been based on increasing users, increasing time spent on the site or app and increasing the number of ads per page.

Now it’s reaching the point where they can’t really get more of that so they have to find other ways to increase revenue. Maybe video ads. Maybe whatever.

Newspapers have struggled with this. Go to a newspaper website and you’ll be overwhelmed with ads. It’s a big reason people are visiting those sites less and less.

How To Interpret

As an advertiser the takeaway here is not to stop using Facebook. But maybe to temper expectations on how much more you can grow your business by advertising on Facebook. If they can’t get more users or figure out a way to engage users with ads then it might see stagnant growth in the future.

Facebook is not going away. It doesn’t mean you want to stop advertising or anything like that. Just something to keep an eye on. And to temper your own growth expectations with the channel.

The Happiness Paradox

Many have felt that using social media may lead to depression. More studies are coming out showing the correlation. Including this new one that mentions the Happiness Paradox.

Most people on Facebook have fewer friends than others. And having less friends makes many unhappy. We compare ourselves to our popular friends on Facebook and it can let us down a bit.

We see others posting positive things on social media and we feel left out. We see 10 others doing 10 great things. We feel bad because we’re not doing all those 10 things.

So a lot of people aren’t happy that use social media.

How To Interpret

From a company’s perspective, it can be good to interpret this info as a need to promote happiness and inclusion on social media. Finding ways to get more people to interact, comment. Ways to highlight your followers and how great they are. Making them feel good when they’re using social media.

Twitter Is Tops For Broadcasting

Here is an interesting study that found that the world’s top users are more likely to use Twitter for their social media channel of choice.

How To Interpret

I think the big takeaway here is that each social media channel is unique. They’re unique is how people use them. How they use them to share and to consume content.

Twitter has kind of always been about broadcasting things. You can interact with people through replies and messages, but it seems to be particularly kind to just broadcasting. Not even paying attention to interaction.

You won’t see many world leaders replying to comments on Twitter. They’re just there to broadcast. And people are there to listen.

It doesn’t mean that Twitter is better or worse than other social channels. It’s just different.

Understanding these differences is key to having success in how you use social media.

Broadcasting will probably work better on Twitter than it will on Snapchat or Facebook.

Judging People

It’s gotta be human nature.

We judge everything.

We judge people we know. Strangers. Situations. Everything.

Social media is being used more and more by businesses when they hire employees. This according to a new study.

How To Interpret

People are quick to share things on social media. If you’re hiring, it is a good tool for getting to know the real people behind the resumes. But obviously it’s a balance. You don’t want to completely write someone off because of one or two things they’ve said or done on social media. But it can be useful information.

On the other side, know that you’re being judged. Everything you post is part of your story and how people perceive you or your company.

If you hire someone to handle your social media it’s very important to make sure they’re a good cultural fit for your team. That they know what you stand for and that they stand for the same things. This will give them inherent guidance for what to share and how to interact with people.

Conclusion

This obviously wasn’t a huge collection of social media research. But I tried to find some that perhaps you haven’t seen before. Things that were a little different. But things that are nonetheless very usable and intriguing.

And that’s the key with social media research or digital marketing research. On its own it’s just information. But if you know how to interpret it at least pretty good then you can really start doing some good things.